In this episode of The Brief, MEPRA Executive Board Member & CEO of Acorn Strategy, Kate Midttun, speaks to Parry Headrick, the Founder of Crackle PR; Elise Misse, Global Communications Measurement Manager and Double‐Gold AMEC Award Winner for Global Communications Measurement and Evaluation, and last but not least Annabel Amann, Global Head of Client Experience at Acorn Strategy, to discuss the importance of measurement in PR and how it is an integral part within the communications industry.